Content Marketing Scorecard and Audit

Rate your content program on eight essentials, get a score out of 100 and the three fixes that will make the biggest difference this quarter. Load a worked example from 15 industries; every brand in them is fictional. Built from the planning practice I learned in my agency years at Asiatic (JWT), adapted for today’s channels.

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Example

Audience clarity · We know exactly who the content is for and what they need3

Business goal · Each piece has a goal tied to the business3

Distinctive point of view · We say things others in the category do not3

Consistency · We publish on a reliable rhythm3

Distribution · Every piece has a plan to reach people3

Discoverability · Search and AI answers can find and cite us3

Conversion path · Readers have a clear next step3

Measurement · We track what content drives, not just views3

Content score-

Your top three fixes

What to do next

Show the working, step by step

Where I used this

I founded HSREP, a two-country health-advocacy platform that generated 57,274 platform-reported views and impressions with $0 in ad spend.

Read the case: Founding HSREP: a two-country health-advocacy platform →

Step beforeSound like yourself: Brand voice builder Next stepTrack engagement: Engagement rate For health contentKeep it readable: Readability checker

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From publishing to a content program

Most content underperforms not because it is badly written, but because it has no clear audience, no point of view, or no plan to reach anyone. Score honestly, fix the three weakest areas over the next quarter, then score again. The same eight essentials apply whether you publish blog posts, videos, newsletters or LinkedIn posts.

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Questions

How do I audit a content marketing program?

Score it on a consistent set of essentials, such as audience clarity, goals, point of view, consistency, distribution, discoverability, conversion path and measurement, then fix the weakest areas first.

What is the most common content marketing gap?

Distribution. Many teams spend most of their effort creating content and very little getting it in front of the right people.

How often should I re-score?

Every quarter is a good rhythm: long enough to make changes, short enough to keep momentum.

Content marketing scorecard